Getting the right sponsors to join forces with you can make a big impact on the success of your event or project. It’s a guaranteed revenue source, and if you partner with relevant companies, the relationship will also provide added value to attendees. 

1. Attracting and Engaging Sponsors
JCI Vice President Mohammad Hijazi

2. Introduction
• Sponsorship is a means of
supporting an event, project or
organization by providing
money or other resources of
value to the activity in question.
The sponsor generally receives
advertising space or other
publicity at the activity in
exchange for its support.

3. Introduction
• Getting the right sponsors to join forces
with you can make a big impact on the
success of your event or project. It’s a
guaranteed revenue source, and if you
partner with relevant companies, the
relationship will also provide added
value to attendees.

4. Rules for Sponsorship Hunters
Sponsorships are about more than sticking logos on everything. Follow
these rules to ensure you find the right sponsor for your organization.

5. There’s no such thing as
free money.
Sponsorship is not just about your needs, it's also about
the sponsors’. It won’t work if the relationship is too
lopsided one way or the other.

6. Sponsors don't have to
love you.
Sponsors don't need to share your passion for your cause
in order to sponsor you. They just need to be able to see
the commercial benefit. It is important, though, that you
have compatible values.

7. Look for a good fit.
Do your very best to gain sponsorship from companies,
organizations or brands that seem a natural fit with your
event or organization. It’s exhausting to have to be
continuously trying to ram a square peg into a round hole.

8. It's a job for a team.
Be sure your whole organization understands why
sponsorship is important to you and is prepared to treat
your sponsors like marketing partners.

9. Vaccinate against
logo-itis.
Sponsorships are about more than sticking logos on
everything. While your sponsorship agreement might
include use of logos, if that’s all you’ve got to offer you
can’t really ask for all that much in return.

10. Get started early.
Don’t count on starting your sponsorship search one day
and getting it all under way the next. These things take
time (sometimes a very long time). Allow plenty of time in
your forward planning.

11. Get it in writing.
Firm up all details of your arrangement in writing. That
way no one is left in any doubt as to what has been agreed
to.

12. Aim high.
It's better to get one or two big, meaningful sponsorships
in place than lots of small ones. There's less clutter for
them, and less sponsor management for you.

13. Allow time for
relationship building.
Don't ever think that once you've got the cheque your job
is done. As with most things in fundraising, sponsorships
are all about the relationship. You need to be in regular
contact, you need to give thanks where it’s due, and you
need to ensure that you’re always doing what you said
you’d do.

14. How to be well prepared
You have to be well prepared in order to achieve the desired results.
You cannot approach a sponsor without having done the necessary
research and work.

15. Define the fundamentals of your project
• Before you can start finding the right sponsors, clearly articulate the
differentiating factors of your project. Below are a few questions to reflect
on to help get to the core of the project identity.
• What is the overall vision of your project?
• What overarching goals are you trying to achieve through the project?
• What are the values your organization or project?
• Even if you were to find companies who are interested in your project, you
will only win them over once they buy into the project goals and vision.
Thus, make sure to have these core factors explicitly defined before
beginning the search. Being able to clearly communicate these values will be
crucial in helping you find sponsors.

16. Know why companies want to sponsor
• If the goal is to find companies the are
interested in sponsoring projects, the primary
step should be to understand why these
companies are looking for sponsorships. In
the end, sponsoring a project or an event is a
significant investment so it is important to
become knowledgeable on the types of ROI
(Return On Investment) that these companies
are expecting to see.

17. Benefits of sponsoring
Increasing social media impressions
• Because projects and events are
a great platform for social media
content, companies see the
perfect opportunity to elevate
their social media presence
through sponsoring projects. If
your project is particularly well
suited for social media sharing,
companies will be very much
interested in promoting their own
social media channels and thinking
of ways to push partnered content.
If executed properly, this can be a
win-win for all parties involved.
Collecting customers leads
• Many companies are excited at the
prospect of gaining more potential
customers through sponsorship.
Especially if the attendee
demographic overlaps with a
target customer base, companies
see sponsorships as a great
opportunity to grow their sales
pipeline and increase the number
of potential closed deals.
Gaining access to specific
demographic
• Sometimes companies have a
difficult time tapping into a certain
demographic due to limited
resources or general lack of
exposure. However, sponsorships
offer a way to get in front of a
specific target audience that may
have been inaccessible otherwise.
Companies are especially
interested in sponsoring projects if
the sponsorship can give the brand
the exposure it needs in regards to
a specific demographic.

18. Define the sponsorship
criteria
• Having clearly established criteria for
the types of sponsors that you want to
partner with is crucial for the overall
success of the sponsorship.
• It's helpful to keep in mind a few
questions when speaking to potential
sponsors to see if they would align
with your project vision.

19. Research companies that have sponsored
projects similar to yours
• A good place to start would be to look up other events or projects
similar to yours and to check out their sponsors pages. If these
companies were interested in forming partnerships with these
events or activities, there’s a good chance they’ll be interested in
yours.
• If possible, (and if they’re not a direct competitor) get in contact
with the project manager and ask for tips on shaping your
sponsorship package. Conversations like this will provide key insight
as to what these companies are looking for.

20. Use online resources that connect organizers
with sponsors
SponsorMyEvent is a platform for
organizers and sponsors alike to
connect with one another for potential
partnerships.
SponsorPitch facilitates quick, smart
connections between sponsoring
brands and sponsorship opportunities.
SponsorPark is geared towards event
organizers, requiring all organizers to
post event sponsorship proposals and
then wait to be contacted by interested
sponsors.
Sponseasy can be used by event
organizers to create aesthetically
appealing proposals and then posts it
on the network for potential sponsors
to look through.

21. Find Companies With The Right Resources
Companies interested
in sponsoring projects
must also be in a
position to do so
•Companies with sufficient
budget
•Companies with advertising or
marketing departments
•Companies through referrals
from current sponsors

22. Where do you find corporate sponsors?
Gather a list of
prospects with contact
info from last year’s
projects.
Have your project
committee members
make a list of
businesses they have
connections with..
Ask your board and
members who they
know at local
businesses.
Look through your
donor/sponsor
database.
Look through your
payables for sponsor
prospects.
Look around the
community for
companies that have a
mission that’s in
alignment with yours.

23. Focus On Key Decision Makers
• In the end, it will only be a handful of people who make the ultimate
decision to sponsor your project. With that in mind, make sure to
reach out to those individuals sooner than later.
• Tools such as LinkedIn and Hunter.io are helpful for targeting these
relevant stakeholders. Once you find their contact info, send them
personalized sponsorship emails that will pique their interest.
• The more you know about each stakeholder, the more you'll be able
to craft the ideal messaging to further persuade them to become a
sponsor.

24. Focus On Key Decision Makers
Avoid obvious titles. Finding the right contact for selling sponsorships means positioning yourself
as strategically as possible. The “sponsorship manager” at your target sponsor is probably
swamped with offers right now, so go left when everyone else is going right by seeking out less
obvious options.
1
The brand team is your BFF. Brand managers focus on public image, which is one of the strongest
benefits of sponsoring an event or project. Put them at the top of your list when reaching out.
2
For smaller companies, follow the money. Anyone in charge of budgeting at a national or
regional level will likely be in control of funds available for sponsorships.
3
Consider who you already know. There’s no reason why a company you already have a
relationship with couldn’t be your sponsor. Start within your network and reach out to people
you have a dialogue with already.
4

25. Get the timing right
• Experts say that May, June, and September are the best months since
sales will likely be at a high.
• The holiday months (Christmas, Easter, Eid, etc..) are the worst times
of year to pitch sponsors because companies are spending their
marketing budgets on holiday promotions.
• Make sure to send in your proposals at least one month before the
financial fiscal closing of companies, usually done in December so
that they can include your sponsorship in their budget.

26. The best way to get corporate
sponsors is to make your
project and sponsor
experience worthy of their
investment.

27. Creating a Sponsorship Kit
Create a sponsorship package to send to the sponsors on your list. Your
goal is to make sponsorship appear to be a win-win business deal,
rather than as a simple donation.

28. Write an executive summary
• A sponsorship packet must always
start out with an executive
summary, or mission statement
about the project or event you
hope to have sponsored.
• This should be around 250-300
words that describes in detail what
a sponsorship will fund, why you
seek sponsorships, and how being
a sponsor will benefit them.

29. Information to include
An overview about your organization
and past projects
Attendees profile
Event or project purpose
Event or project video
Sponsorship packages or benefits
Terms & conditions (including what
happens if either party doesn’t fulfil
their obligations or the event was
cancelled)
Provide a call to action
Contact person

30. Two sponsorship modules
Tiered Sponsorship
Model: traditional approach
where a variety of features are
included in the sponsorship
package offerings, depending
on the sponsorship level
A La Carte Sponsorship
Model: commonly used to serve
sponsors with specific needs or
goals, so flexibility and customization
in their sponsorship package are key

31. The Tiered Sponsorship Model
Create Tier Levels
Tiers are commonly labeled as Platinum, Gold, Silver, and Exhibitor, but you have lots of
creative freedom to name the levels whatever you think best fits your project theme or brand.
It’s your chance to make it sound fun and appealing to sponsors.
1
Decide Quantities Per Tier
The next step is to determine how many sponsorship packages of each tier level you need to
sell in order to achieve your project revenue goals. The more limited the quantity, the more you
can change for the sponsorship package because of its exclusivity. This will also encourage
sponsors to commit earlier so you’re able to better predict your revenue and plan your project.
2
Distribute Sponsorship Benefits Per Tier
The higher and more exclusive the tier, the greater the number of high-value benefits.
3

32. The A La Carte Sponsorship Model
• The a la carte sponsorship model
approach is an alternative model for
sponsors looking to achieve specific
goals or outcomes. This can include
attendee engagement or brand
exposure.

33. Sponsor benefit ideas
● Include the sponsor’s logo on your
event registration page and any
marketing communications promoting
the event, such as registration invite
emails
● Provide social media shout outs to
promote sponsors
● Promote your sponsors’ speakers to
encourage session attendance
● Include pre-event sponsored
giveaways when promoting
registration
● Send sponsored emails to a
targeted segment of your audience
Pre-Event
● Include challenges where attendees
need to interact with sponsors and
visit their booths in order to collect
points and prizes
● Promote sponsor offers and/or
giveaways that can be included in
your main program
● Send sponsored emails to a
targeted segment of your audience
● Enable sponsors to connect with
attendees one-on-one via a chat or
messaging function
● Place the sponsor’s logo on any
printed and/or digital marketing
materials/signage displayed in the
event registration area
● Hold on-site competitions and/or
giveaways by your sponsors
On-site
● Include the sponsor’s logo and/or
mention them in the post-event email
or survey sent to attendees
● Create social media posts to thank
your sponsors and showcase the
results of the event
Post-Event

34. Innovative Sponsor Benefit Ideas
Interactive Art Installations Sponsored Live Streams
Virtual Reality Installations Sponsored Lounges
Wi-Fi and Phone Charging Stations Branded Food & Drinks
Stress Reducing Stations Illuminated Smart Wall or Table
Sponsored Social Media Feed
Short Fitness & Wellness Sessions Unique Giveaways

35. Approaching Sponsors
Now that you have everything prepared and thought out, it is time to
approach sponsors.

36. Craft an initial packet when you inquire
• Don't give sponsorship details
just yet
• When approaching a warm or
cold lead, you're trying to drum
up interest in the project itself,
not make an ask yet. When
you're sending your initial email,
give a prospective sponsor an
intro email with a well-designed
and branded 3-page PDF.
The project’s mission statement
Who is coming to the event or who are the beneficiaries
of the project (demographics, names, ages, etc.)
What things or themes you'll be addressing during the
project
Why this project is unlike any other project that already
exists
The date, time, place and any other logistical details

37. Set up a call or meeting before you send them
details
• It is more likely to increase their interest in your
project if you talk to them on the phone or
meet them face-to-face rather than just sending
them an email requesting sponsorship.
• This is especially important with large
sponsorships or big media partners.
• You want them to feel like you're working
together to co-create an experience, and the
best way to do that is to start building a
relationship rather than simply asking for
money.

38. Avoid the scattergun approach
• It may be tempting to send out as many
packets as possible to as many different
places as you can think of, using a bland
broadcast designed to reach as many
different avenues as possible. But this
approach is wrong.
• Be judicious in sending out packets, sending
packets only to the companies you honestly
think will be interested in your project.

39. Individualized sponsorship packets
• Send the potential sponsors on your list
your individualized sponsorship packets.
• Personalize every single email, packet,
and correspondence you send out.
• Taking the lazy way out will only ensure
that your project never gets the
sponsorship it deserves.

40. Customize your approach
• Customize your approach to each sponsor
as they get on board.
• If you've got one company contributing
$10,000 to your project, how will you treat
them differently than the other company
contributing a couple hundred bucks?
• The difference should be notable and
substantial, from the perks you offer to the
publicity to the way you talk with them on
the phone.

41. Customize your approach
• Customize your approach to each sponsor
as they get on board.
• If you've got one company contributing
$10,000 to your project, how will you treat
them differently than the other company
contributing a couple hundred bucks?
• The difference should be notable and
substantial, from the perks you offer to the
publicity to the way you talk with them on
the phone.

42. Sponsorship in Times
of COVID-19
How can you find and manage sponsorships during the COVID-19
pandemic and how should you adapt your approach?

43. Don’t hibernate
• The worst thing you can do now is nothing.
• Reach out to your corporate sponsors by
phone, personalized email and handwritten
notes. Ask how they are doing.
• Remember, companies are made up of
human beings; they, too, are worried about
the future. Ask them how COVID-19 is
impacting their company and its employees.

44. Don’t panic
• Some of your sponsors will pull their
funding; now is the time to position
yourself as an organization that can
adapt and that can continue to
make an impact on the community.
• Remember that corporate sponsors
want to jump on a winning
bandwagon, not a sinking ship.

45. Turn Mission: Impossible into Mission: Virtual
Leverage this opportunity to catapult your
mission into the modern era by bringing your
services online and upgrading your in-person
efforts to digital sponsor development. Going
virtual will teach you:
a) expand the reach of your mission to
the entire globe, increasing the impact
of your sponsorships;
b) reach sponsors online
c) develop more robust ways to
recognize sponsors outside of events,
improving your ability to secure
general/program sponsorships.

46. “Ask not what your sponsor can do for you, but
what you can do for your sponsor!”
Ask what you can do to
support their company, their
employees and their
customers. You are, after all, a
provider of vital services in
our community. Is there a way
you can use your services and
expertise to support your
corporate partners now?
Tips for dealing with anxiety
Employee training how to use technology
Poverty relief for the community
Motivational team building exercises
Social events to get morale up
“How can you we help your team?”

47. Consider the three P’s
POLL
Ask your sponsors what they
think of turning your project
into a virtual one. Give them
some ideas about how you can
possibly meet their sponsor
benefits in a different way. Get
their suggestions as well.
PIVOT
Instead of canceling, consider
implementing a virtual event, a
collaborative marketing event
or a non-event (stay home and
give).
POSTPONE
Canceling should be the last
resort. Postpone your event to
give yourself more time to plan
if needed but consider how you
might be able to pivot to an
online format.

48. Highlight the advantages of sponsorship
• This is a good time to remind partners and
sponsors of the benefits of working with you.
• For example, your project can give their brand
more exposure and help them generate
effective leads.
• Not only are these conversations productive and
positive, but they’ll also help to cement your
working relationship going forward.
• One of the first things you can ask your sponsor
is: What can you add to their sponsorship
package to sweeten the deal, and thank them
for their patience and support?

49. Ask your sponsors to help you solve problems
Could they remove restrictions on their last sponsorship so that you can
use it for general operations or COVID-19 response?
Could they shift from being an project sponsor to a program sponsor,
potentially making a greater impact on your mission while also giving
them a more unique branding opportunity?
If they are not able to fund you this year, could they give you notice so
that you can plan ahead?
Could they introduce you to other funders who are doing better right
now and who may be able to help fill the gap?
In lieu of cash, could they give you access to their talent or resources to
help you with converting an in-person event to an online one?

50. Questions?
Facebook: www.facebook.com/mhijazi89